LinkedIn has published new research revealing what makes B2B video ads truly perform – and it’s not expensive visuals or sleek studio sets. Analysing more than 13,000 video ads, LinkedIn’s Creative Labs found that the most effective B2B video content is culturally fluent, emotionally authentic, and strategically intentional.
Video is now shared 20 times more than any other format on LinkedIn, making it the dominant form of B2B content. Yet many marketers still rely on trial and error when crafting video campaigns. The platform’s new report, The Art & Science of Video, offers data-backed insights into what actually drives business impact.
According to the findings, it’s not flashy production that moves the needle – it’s storytelling grounded in cultural understanding and emotional resonance.
Key creative strategies driving performance
The study surfaced five key creative factors that consistently lifted engagement:
- Cultural coding – Videos that reference workplace humour, topical events or internet culture performed best. B2B memes may seem surprising, but they drove more than double the engagement.
- The human touch – Real employees or founders speaking directly to camera significantly outperformed overly scripted or polished content. Videos showing unscripted moments saw a 78% lift in engagement.
- Expert voices – Subject matter experts sharing insights in a relaxed, conversational tone generated 40% more engagement than generic corporate messaging.
- Attention hacking – Ads that caught attention in the first few seconds using bold visuals, clear sequencing and vertical formats performed better on mobile feeds.
- Inspiring imagination – High-performing ads focused on future outcomes and emotional storytelling, rather than just product features, delivering 36% more engagement.
Format matters: Top and mid-funnel tactics differ
LinkedIn identified two video ad formats that deliver consistently across the funnel:
- Cinematic brand films: Horizontal, high-production value videos designed for brand awareness saw a 129% increase in engagement.
- “Real talk” vertical clips: Mobile-first, authentic videos featuring real voices were ideal for mid- and lower-funnel engagement, generating 103% higher dwell times.
Why LinkedIn video matters for B2B marketers
For UK B2B marketers under pressure to demonstrate ROI on content spend, the report offers a blueprint for optimising video performance. The message is clear: emotional truth and cultural relevance trump production gloss.
In a space where attention spans are short and competition is fierce, LinkedIn’s findings provide tangible creative direction. It’s not about bigger budgets – it’s about smarter storytelling.
As the report puts it: “Video isn’t just a format. It’s the strategy.”
Want the latest B2B marketing news straight to your inbox? Subscribe to our free weekly newsletter!
Interested in sales, marketing or business skills courses and training? Check out our training partner, Learning Room.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.